Watching TV programmes on mobile handsets is becoming extremely popular nowadays with the availability of more high speed capacity on 3G networks as well as widespread of enabled devices. Since its inception in early 2003 in South Korea, Mobile TV has gone global reaching many parts of the world with even an unexpected outstanding success in emerging countries. One of the telling example is the recent developments observed in the Brazilian mobile market where sales of enabled mobile TV handsets are reportedly experiencing unprecedented growth, with a noticeable contribution of low-income customers who favor watching TV while commuting to work over any kind of entertainment.

This succeess of the new service became a relality thanks to the commitment of the existing mobile networks that are making technology and services available to end users. In fact, the first MNO to launch Mobile TV services in Brazil was Claro through its Minha TV services in September 2008 targeting post-paid subscribers for an extra monthly fees of BRL29.90 (USD17.03). Brasil Telecom on its part started service trials in the city of Porto Alegre in November 2008 and subsquently rolled out fully services a month or so later offering access to 9 channels with tariffs ranging from RL 1.90 to BRL 7.90 for packages of 30 minutes, 2 hours or 24 hours. Eventually Oi entered the market in May 2009 by launching its services in Sao Paulo with 3 packages offerings: 30 minutes for BRL 3.90, two hours for BRL 5.90 or 24 hours for BRL 9.90. There is no charge for data traffic in order to use the service.